Trademarks and Brands

Dunkin’ Donuts Considering Name Change

by T+B BLOG TEAM on Monday, 7 August, 2017

Can you imagine Dunkin’ Donuts without the “Donuts”?! Luckily, that possible change would be in name only.

Yes, donut chain Dunkin’ Donuts is testing the shortened “Dunkin’” name at a few U.S. locations in a move to widen its appeal beyond donuts to coffee, according to Nation’s Restaurant News. CNBC reports that a company statement said: "While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as 'Dunkin'." The company also has plans to start redesigning its stores.

The company has been referring to itself as Dunkin’ in advertising “for more than a decade, ever since we introduced our ‘America Runs on Dunkin’ campaign,” according to a company statement. A final decision about whether to change the name is expected to be made in late 2018.

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Topics: branding, names

Reviving Old Brands: ZIMA Brand is Back!

by T+B BLOG TEAM on Friday, 21 July, 2017

Get out your Hammer pants and inflatable sneakers because that popular drink brand from the 1990s is back. ZIMA the clear, malt-based alcoholic beverage brand has returned!

The MillerCoors-produced “maltaholic” drink reached the height of popularity in the 1990s with more than 1 million barrels sold in 1994. But then sales began to tumble, slipping to 403,000 barrels in 1996, according to Slate, before the citrusy drink was discontinued in the United States in 2008.

So what’s behind the ZIMA brand comeback? The ZIMA website explains: “We’re here because you are, and you deserve to experience this thing, even if it’s just for one incredible zummer.” The company’s marketing manager at MillerCoorsPlus told Business Insider that "tons of people" have asked for Zima to return to the market.

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Topics: brands, branding

“Brandless” Brand Makes An Online Debut

by T+B BLOG TEAM on Tuesday, 18 July, 2017

Some of you might remember the generic food aisles that appeared in grocery stores in the 1980s. Or, perhaps you’ve seen the “No Name” brand sold at Loblaws in Canada? Well, now there’s a brand called “Brandless” selling household goods and food online — all at a price point of $3 or less.

California entrepreneur Ido Leffler came up with the idea for Brandless as a way of eliminating corporate markups on common household products. He took his idea to Tina Sharkey of Sherpa Foundry and together they launched what Fast Company writes is “a new landing point for a consumer who’s looking for quality and transparency, and eschews brand loyalty and the resulting choice overload familiar to anyone who’s ever stepped into a grocery store aisle.”

Sharkey told Fast Company: “There’s a generation of consumers now who don’t want their parents’ establishments, they don’t want their parents’ governments, they don’t want their parents’ industries, and they don’t want their parents’ brands.”

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Topics: branding

The Importance of Brand Clearance: How About “COVFEFE” As a Brand? Part 2

by Steve Anderson on Thursday, 22 June, 2017

In our last installment, we put a critical eye to COVFEFE as a potential brand and attempted to deconstruct it in terms of potential meaning. In this installment, we’ll look at how COVFEFE would have fared had it been cleared as a potential brand in the fashion and food/beverage industries.

Using our visualization tool, Corsearch FOCUS, which determines phonetic and appearance-based similarity and relevancy algorithmically, let’s look at the preliminary clearance patterns for COVFEFE in the clothing and luxury goods industry. Corsearch FOCUS plots the mark on a radar-like visualization, giving an aerial view to pinpoint the most relevant data.

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Topics: brands, branding, names

The Importance of Naming: How About “COVFEFE” As a Brand? Part 1

by Steve Anderson on Wednesday, 14 June, 2017

Interesting marks often come from unexpected places. Take the recent “COVFEFE” craze, based on an apparent typo in a tweet early May 31, 2017 by a certain “high profile” individual. In less than two weeks, there are now about 40 COVFEFE trademark applications filed worldwide, thousands of domains registered, and untold numbers of social media hits still happening around the clock.

Corsearch’s GeoMapping feature shows where known marks containing the term COVFEFE are currently filed throughout the world:

The COVFEFE mark is rapidly seizing the globe like a game of Risk®. We’re going to ignore COVFEFE’s humble origins for now and take a look at it from a pure “brand” perspective.

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Topics: brands, branding, trademark


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